Orvian, backed by Xenon Private Equity Small Cap, announces the addition of WMR Group to its ecosystem. Based in Padua and Venice, WMR Group is a pioneer in digital marketing in Italia and one of the leading companies in its sector across the EMEA region. The acquisition consolidates Orvian’s position as the go-to partner for companies that see digital as a key lever for competition and growth.
WMR’s standing is underpinned by top-tier international certifications and accolades, such as Google Premier Partner, Google Marketing Platform, Google International Growth Programme, YouTube Masters, Meta Partner, Criteo Premium Partner, Salesforce Partner, Manago AI Diamond Partner, Google Vertex AI and many others. It also boasts a recognised track record in the e-commerce and retail sectors, as evidenced by the awards and leading industry rankings it has achieved (Netcomm Awards, Ecommerce Italia Awards, ITCF, etc.).
Andrea Cappello, CEO of WMR
“Since its foundation, WMR has become a leading centre for digital marketing in Italia. It has achieved this primarily through positive word of mouth, market-leading expertise, and a focus on human resources, innovation, training, and research and development as the cornerstones of its growth. From being service providers, we are now business partners to many clients. As we continue on our journey, we have identified Orvian as a young and dynamic organisation that is also suitably ambitious and well-structured, and we believe we can contribute to its growth.”
Raffaele Boiano, CEO of Orvian
‘Orvian exists to make every organisation more competitive than it ever thought possible. With the arrival of WMR, the group completes a capability that few in Italia possess on this scale: strategy, design, technology, e-commerce and marketing all within the same team, working towards the same goal. AI does not replace those who know what to do and how to do it: it multiplies their impact. It is the common multiplier across our units, the one that allows us to remain focused on our clients’ challenges.”
A single architecture driven by a Data & AI Backbone
In conjunction with the acquisition of WMR, Orvian announces the reorganisation of its offering through a single, integrated and results-oriented model.
Orvian Innovation, Orvian Experience Factory, Orvian Universal Commerce and Orvian Growth are established as integrated areas of expertise, orchestrated through a shared Data & AI Backbone. This approach simplifies business processes, reduces coordination times, optimises return on investment and creates a competitive advantage that the individual parts alone could not generate.
The AI-driven technological infrastructure collects data from every touchpoint and transforms it into actionable insights, enabling more efficient, effective and data-driven strategic decisions. The Data & AI Backbone is also fully aligned with the path embarked upon by WMR through the creation of WMRI (WMR Intelligence). Created to oversee Big Data, Marketing Intelligence and AI, WMRI was already, within WMR, the beating heart of a cross-functional approach capable of combining the rigour of Data Science with the versatility of Generative Artificial Intelligence, whilst keeping human strategic insight at the centre. Today, that same vision is realised across all of Orvian’s capabilities.
1. Orvian Innovation. This is the division dedicated to strategic direction. Through market and user research, rapid prototyping and concept validation with early adopters, Orvian Innovation defines sustainable strategies and development plans. Its aim is to chart the strategic course and then transfer methodologies and processes so that organisations can continue to innovate independently.
2. Orvian Experience Factory. This is the driving force behind the design and development of digital products, platforms and omnichannel experiences. By eliminating handover points and grey areas between different suppliers, it combines Design and Tech into a single, data-driven end-to-end workflow. The Experience Factory also engineers the Group’s proprietary products (such as Emma, LoL, Xuniplay and ADVOOH) and WMRI’s new AI Assistants – next-generation intelligent virtual assistants capable of managing complex customer interactions.
3. Orvian Universal Commerce. It designs, builds and optimises clients’ entire commerce architecture. From direct-to-consumer (DTC) channels to global marketplaces, it manages the operational and order integration complexities (Merchant of Record), creating scalable sales structures designed to maximise conversions. With the evolution of agent-driven commerce (where AI agents search for, compare and complete purchases on behalf of the consumer), the commerce architecture must be ready to interact with these new intermediaries right from the design stage: not a layer added at a later stage, but a native part of how we build.
4. Orvian Growth. Designs and manages growth engines, integrating physical and digital media, data and creativity, to achieve business objectives. This area also encompasses WMRI’s new proprietary products: AdvGen, a platform that uses Generative AI to enhance advertising with personalised messages at scale, reducing creative production costs; and Sonar — Reputation Platform, a tool that enables brands to collect, analyse and respond to reviews from Google, Feedaty, Trustpilot and other sources via a single intelligent hub, generating responses consistent with the brand’s guidelines and tone of voice through self-learning and adaptive systems.
The figures and scope of the new hub
Today, the Group presents itself to the market with:
– 240 multidisciplinary professionals;
– a portfolio of over 500 clients in the mid-market and corporate segments;
– an extensive network of offices in Milan, Rome, Bologna, Venice, Padua, Brescia and Treviso.
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